A screenshot of actor Sushant Singh Rajput, who plays MS Dhoni in the film 'MS Dhoni - The Untold Story'GoDaddy, the domain registrar and web hosting company, has unveiled a new strategic association with Bollywood. The company has associated with MS Dhoni - The Untold Story, a biopic on Indian cricket captain Mahendra Singh Dhoni's life. With this partnership, GoDaddy will partner with Fox Studios to speak directly to its audience (small business owners) via a multi-channel campaign. Dhoni is known to have shone against all odds and followed his dreams, and GoDaddy draws his life as a parallel to India's countless SME and SMB owners.

Speaking about the association, Rajiv Sodhi, managing director and vice president, GoDaddy India and Australia said, "We see tremendous value and relevance in associating with either a Bollywood movie or even a film star for the unparalleled reach and engagement this they both offer. Other than our upcoming campaign with ‘MS Dhoni - The Untold Story’, GoDaddy has partnered with Anurag Kashyap’s highly anticipated film, ‘Bombay Velvet’."

The brand began its Bollywood association right from its first India campaign, where veteran actor Mithun Chakraborty featured in the 'Go Dada' film in 2014.

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Speaking about why this association makes sense for the brand, Sodhi said, "The association with ‘MS Dhoni – The Untold Story’ and its story line on the meteoric rise of Indian cricket’s most iconic skipper resonates with our vision for small businesses to succeed ‘against all odds’. We recognise that it takes remarkable determination, courage and gusto to take the entrepreneurial plunge and start a business. The people who take this leap and launch their idea have to believe in themselves."

Director Neeraj Pandey’s biopic on Dhoni narrates his inspiring story, depicting how he overcame every challenge that came his way to go from being a ticket-collector to the man India is proud of. Sodhi also believes there can't be a more compelling way to reach out to an audience when you combine the forces of Bollywood and cricket in India.

Interestingly, GoDaddy has not signed an in-film branding contract with the film, which Sodhi believes would not have made contextual sense for the brand. However, the campaign has TV, digital and social media legs.